For Us, By Us – Why the Brand FUBU and Other Black-Owned Fashion Businesses Are So Important
Reflecting on the cultural impact FUBU had in the 90s.
One look on Pinterest or a local thrift store and you might notice the brand FUBU. FUBU was a juggernaut urban clothing brand formed in the 90s by; Daymond John, Carlton E. Brown, J. Alexander Martin and Keith C. Perrin. At the height of its popularity in 1998, FUBU sold over $350 million.
In the late 1980s, John started his clothing empire by flipping hats and printed tees in New York. By 1992, FUBU was officially launched. The brand was pitched as an urban/hip hop streetwear brand akin to Polo Sport or Tommy Gear.
While mostly coined by consumers, their original acronym was “for us, by us”. This initialism told consumers when you were buying FUBU, it was made by black creatives, for black consumers.
In the years following, FUBU was soon adopted by the mainstream and celebrities alike. Big-name rappers like Jay-Z, LL Cool J and Ludacris sported the brand alongside megastars like Boyz II Men and Mariah Carey.
FUBU was significant in the world of fashion and urban culture at large because it was an example of the black community retaking control. An example of this is a brand like Gucci. Gucci has received years worth of exposure and glorification in black culture/rap thanks to people putting credence into the brand.
This is problematic because the support is one-sided. Many Eurocentric fashion labels do not offer back their support to the black community, look no further than Gucci's blackface scandal.
Brands like; FUBU, Pelle-Pelle and Karl Kani were different from the pack because of their willingness and seamless integration into the DNA of popular black culture.
“One of the most well-known hits we had with LL was during a Gap commercial. He was wearing a pair of Gap jeans and a Gap shirt, but he was somehow able to sport one of our hats during the commercial.”
Unfortunately, FUBU wasn’t able to transition into the 21st century with grace. After a few ill-advised financial decisions and a poorly performing compilation record, the brand almost folded in 2003.
The brand reportedly left the US markets entirely (except for FUBU footwear) in favour of European and Asian markets.
FUBU has had a relaunched in North America in the past decade. However, FUBU has failed to gain the cultural foothold they once had in the fashion industry. Despite this, FUBU is still very popular in Asian countries and the second-hand marketplace. With vintage and retro fashion on the rise, vintage FUBU gear is very sought after.
While FUBU's visibility has dimmed in recent years, there is no denying their cultural significance. FUBU set the standard for black businesses and enterprises that have followed in the years since.
Singer Solange Knowles’ track, named after the brand tastefully paid tribute to its sentiment. Also, Donald Glover’s show ‘Atlanta’ had an episode exclusively revolving around the brand.
